Firstly, option of separate sales force for each brand. This option allows the sales agents to focus on a specific market and use their experience and knowledge to continue marketing in a single defined niche. As result organization will have experienced sales agents who are experts in specific market. However, this strategy needs high expenditure of the company. The company has to maintain a separate sales department for each brand line and sales agent of one brand cannot be made responsible for increase in sales of other brands.
Such as corporate brand strategy associate, and corporate value system and product identity; it evaporated organizational culture and corporate image. It provides a sense of trust and quality of the product, but for this, it is necessary to be a strong company in its value system, culture, identity and ensure trust and confidence by the public (Singh B. (2014) “Measuring Effectiveness Of Branding Strategy Using Second Order Factor Analysis”). Brand strategy has a free market position individualism, but it requires a lot of investment in the company 's marketing mix, so the company should be prepared and this strategy should able to afford. Mixed brand strategy has the advantages of both but their specific requirements are the same either or both of the above strategies (Singh B.
Sustaining competitive advantage: According to Strickland 2016, a sustainable competitive advantage is one that persists despite the best of competitors to match or surpass it. Elements include giving buyers lasting reasons to prefer a company’s products and services over competitors. Anglo Platinum’s produce world class PGM’s of the highest quality. Their commitment to innovation has ensured their product range remains what customers are seeking and thus choose Anglo Platinum over rivals, their commitment to quality has also ensured their product is unique and not easily replaced. Their strategy has ensured the firm has a strong competitive advantage but a sustainable competitive advantage.
In addition, it is suggested that there is a positive effect of reputation on identification. A positive reputation in combination with a well-known brands results in consumers who take pride to identify themselves with the brand. Méndez-Aparicio, Izquierdo-Yusta, & Jiménez-Zarco (2017) , provide a small nuance to this statement, they would argue that a company’s reputation is more important for companies that do not yet have a firmly established online presence than those that already use multiple channels. Therefore, small companies might need more focus on creating a positive reputation in order to let consumers identify themselves with the
Supply Chain Management (SCM) is essential element to organisation success by maximize customer value and achieve a sustainable competitive advantage. The source of competitive advantage can also include innovation, brand image, product range, customer care, compliance to regulations and reduced risks. Supply Chain Management (SCM) has seeking all possible areas to improve the competitive position and generate the greater cost saving to the organisation especially during this economic downturn. The current scenario faces by SCM is high number of unsatisfactory contract audits, higher operating costs and no single point of reference and guideline for reference. The main concern to supply chain organisation is the functional silos that still
Become a effective packaging design should be more research from the scratch which is from qualitative to quantitative research, the implication of survey research, the link to sale and looking ahead. With this technic, the packaging design should be bocove innovative and effective. Conclusion for this article is, effective and innovative is not easy step to follow. But if we follows the right step, not impossible the great ant effective packaging design will created. Packaging design is universal idea without loose anesthetic of the product.
product design is a critical factor in organizational success because it sets the characteristics, features, and performance of the goods that consumers demand. The objective of product design is to create a product with excellent functional utility and sales appeal at an acceptable cost and within a reasonable time.” The resulting product should be competitive with or better than similar products on the market in terms of quality, appearance, service life, and price. Lastly, the main task of a product-oriented business is to continue improving quality and reducing costs as key factors to maintain and attract customers. As mentioned in an online article by Sun (2004) businesses are established to make money as quickly as possible that is why it is hard to emphasize quality over quantity. A high quality product tends to be expensive and time consuming while a low quality product tends to be quickly outsourced with a minimal time commitment.
EXPERT VIEWS Some of the challenges that the SME’s face related to Branding are: • Most SME’s don’t have a proper Brand Strategy in place. The effort put into Marketing, Advertising, and Public relations is sometimes put in even without knowing what Branding is. • The organization lack information and knowledge on the concept of Branding. It is important to make them realize that it is an important long term strategy to be in the minds of the customers, stay ahead of competition, building equity etc. This can be achieved through training but also requires commitment and trust in the process.
Sustainable Consumption: A Demand Side Pathway to Sustainable Development Abstract: Sustainable Development is a widely accepted approach to sustain economic growth without harming the planet or exhausting its resources while improving the quality of life for its current and future inhabitants. . Promoting sustainable consumption and production are important aspects of sustainable development. The term ‘sustainable consumption’ denotes the search for consumption patterns that reduce human pressure on the environment. It is not only about how much is consumed, but also about what is consumed, how it is consumed and who consumes.
Despite the change of consumers’ life style and the way of information processing, brand image remains the dominant impact factor of consumption decisions. On the other hand, some researchers believe that brand equity should be evaluated in terms of market share, market value and cash flow. Also, extant studies take financial performance and non-financial performance as the manifestation of brand equity. Financial performance can be described as brand premium and market share; non-financial performance refers to the brand awareness, brand reputation, brand loyalty and brand association. Following the brand equity analysis in the perspective of consumer and perspective of non-financial performance, this study analyzes the relationship between brand image and brand equity by examining consumers’ attitude and purchase